Can they be based on cultural heritage?
In a dynamic word concerned with the future of energy, healthcare and technology, the past glory of ancient civilizations might fade away as main focus for country branding. From the recently released “Country Brand Index 2008” it is clear that people count on authenticity, responsibility towards the environment and the preservation of local live cultures (creativity, arts, lifestyle) as a salvation from the facelessness of the globalization.
So, if the majority of the world needs authentic experiences today and tomorrow, how can be country brand successful if it is focused on cultural heritage, i.e. on the past? Some notes provoked by the linkedin.com discussion boards, my analysis of “country Brand Index 08” and my Ph.D. research survey.
